{"id":351022,"date":"2026-09-03T16:54:11","date_gmt":"2026-09-03T14:54:11","guid":{"rendered":"https:\/\/rtrsports.com\/publicite-et-sponsoring-sportif-pourquoi-preferer-le-sponsoring\/"},"modified":"2026-09-03T16:54:19","modified_gmt":"2026-09-03T14:54:19","slug":"publicite-et-sponsoring-sportif-pourquoi-preferer-le-sponsoring","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/publicite-et-sponsoring-sportif-pourquoi-preferer-le-sponsoring\/","title":{"rendered":"Publicit\u00e9 et sponsoring sportif : pourquoi pr\u00e9f\u00e9rer le sponsoring ?"},"content":{"rendered":"

Diff\u00e9rence entre budget publicitaire et sponsoring sportif. <\/span><\/h2>\n

Efficacit\u00e9 \u00e9conomique et retour sur investissement de la visibilit\u00e9<\/em><\/p>\n

Ces derniers jours, dans ces pages, nous avons commenc\u00e9 \u00e0 aborder le th\u00e8me de la diff\u00e9rence entre publicit\u00e9 et sponsoring<\/strong><\/a>. <\/span><\/p>\n

Pourquoi une marque devrait-elle pr\u00e9f\u00e9rer le sponsoring \u00e0 la publicit\u00e9 ?<\/strong> Pourquoi choisir le partenariat sportif face \u00e0 un matraquage publicitaire sur les principaux m\u00e9dias ? Dans les lignes qui ont pr\u00e9c\u00e9d\u00e9 cet article, nous avons examin\u00e9 trois types de raisons : inclusion contre intrusion, valorisation de marque et possibilit\u00e9 de storytelling.<\/span><\/p>\n

Combien vaut un sponsoring ?<\/b><\/span><\/h3>\n

Aujourd’hui, nous allons explorer un autre aspect, tout aussi important : l’efficacit\u00e9 \u00e9conomique<\/strong> et le retour en visibilit\u00e9.<\/span><\/p>\n

Commen\u00e7ons par balayer quelques id\u00e9es re\u00e7ues et impr\u00e9cisions du pass\u00e9 : \u00e0 l’\u00e9poque moderne, le sponsoring<\/strong> est hautement et pr\u00e9cis\u00e9ment mesurable<\/strong>, pas seulement en termes d’impact \u00e9motionnel, mais bien d’impact \u00e9conomique r\u00e9el. <\/span><\/p>\n

Gr\u00e2ce aux bons outils et aux technologies les plus avanc\u00e9es, il est possible d’obtenir un reporting tr\u00e8s pr\u00e9cis de l’impact sur les ventes et du retour d’image g\u00e9n\u00e9r\u00e9 par le sponsoring.<\/span><\/p>\n

\"sponsoring<\/p>\n

\u00c0 ce propos, il est facile de comprendre comment le sponsoring<\/strong> est capable de g\u00e9n\u00e9rer de l’efficacit\u00e9 pour une entreprise qui souhaite mettre en avant sa marque<\/strong> et augmenter sa notori\u00e9t\u00e9. Car, en plus de rapporter peu, la publicit\u00e9 co\u00fbte cher.<\/span><\/p>\n

Donnons quelques chiffres. Selon Calcio Finanza du 30 mars 2017, pendant le match Juventus – Barcelone<\/strong> diffus\u00e9 par Mediaset au printemps de l’ann\u00e9e pr\u00e9c\u00e9dente, un spot publicitaire de 30 secondes co\u00fbtait 200 000\u20ac, tandis que 165 000 euros \u00e9taient n\u00e9cessaires pour s’assurer le \u00ab superspot \u00bb de 30 secondes (1). Bref, plus de 6 000 euros par seconde. Des chiffres tr\u00e8s proches de ceux du Festival de Sanremo<\/strong> 2018 o\u00f9 -selon Wired- la demi-minute publicitaire se vendait en moyenne 219 000 euros (2). Des chiffres totalement diff\u00e9rents pour le plus grand \u00e9v\u00e9nement sportif de la plan\u00e8te : le co\u00fbt d’un break publicitaire de 30 secondes pendant le Super Bowl 2018<\/strong> entre les Eagles et les Patriots atteignait m\u00eame 5 millions de dollars (3). Bref, il est question de sommes consid\u00e9rables.<\/span><\/p>\n

Le sponsoring sportif : les chiffres<\/b><\/span><\/h3>\n

Et avec le sponsoring ?<\/strong> Prenons un cas proche de ceux trait\u00e9s par RTR Sports Marketing<\/strong> et parlons de sponsoring en MotoGP<\/strong><\/a>, en prenant un Grand Prix europ\u00e9en de l’ann\u00e9e pr\u00e9c\u00e9dente et en mesurant exposition et valeur. Pour les besoins de notre d\u00e9monstration, nous utiliserons une marque (dont nous ne pouvons \u00e9videmment pas r\u00e9v\u00e9ler le nom), sponsor de niveau interm\u00e9diaire d’une \u00e9quipe de premier plan (donc ni main sponsor ni title sponsor), avec une visibilit\u00e9 limit\u00e9e \u00e0 : logo sur le car\u00e9nage de la moto, logo sur la manche de la combinaison du pilote, logo sur les tenues de l’\u00e9quipe, logo sur les camions, sur les structures et sur les supports de communication. <\/span><\/p>\n

Au cours du week-end de course<\/strong>, compos\u00e9 du vendredi, du samedi et du dimanche, la marque en question a \u00e9t\u00e9 expos\u00e9e pendant un total de 1391 secondes, soit environ 23 minutes au total, d’\u00ab on screen time<\/strong> \u00bb (dans le sponsoring sportif, on appelle on screen time la somme des secondes pendant lesquelles une marque est visible lors de la diffusion t\u00e9l\u00e9vis\u00e9e de l’\u00e9v\u00e9nement, de mani\u00e8re claire, nette et parfaitement reconnaissable par le t\u00e9l\u00e9spectateur depuis son poste \u00e0 la maison). Que vaut cette visibilit\u00e9, surtout si l’on consid\u00e8re qu’elle doit \u00eatre multipli\u00e9e dans les 52 pays o\u00f9 la MotoGP<\/strong> diffuse son signal t\u00e9l\u00e9vis\u00e9, et que dans certains pays (comme l’Italie, l’Espagne, la Malaisie, l’Indon\u00e9sie et la Grande-Bretagne) plusieurs millions de t\u00e9l\u00e9spectateurs sont enregistr\u00e9s chaque dimanche ?<\/span><\/p>\n

Pour la marque de notre exemple, cette visibilit\u00e9 mondiale vaut 1,6 million de livres sterling<\/strong> (4). Qu’est-ce que cela signifie ? Cela signifie que si cette marque avait voulu acheter de la publicit\u00e9 traditionnelle dans ces pays pour la m\u00eame p\u00e9riode, elle aurait d\u00fb d\u00e9penser 1,6 million de livres sterling.<\/span><\/p>\n

Ce chiffre est obtenu en multipliant (les secondes d’on screen time) par (la valeur moyenne de la publicit\u00e9 dans le pays donn\u00e9, au moment donn\u00e9 de la journ\u00e9e\/semaine)<\/strong>. Simplifications mises \u00e0 part, ce sont des calculs extr\u00eamement complexes qui prennent en compte des centaines de facteurs diff\u00e9rents (5), mais qui sont heureusement produits chaque semaine, avec une pr\u00e9cision absolue, par des agences de calcul sp\u00e9cialis\u00e9es, puis distribu\u00e9s aux sponsors et aux agences<\/strong>.<\/span><\/p>\n

Sponsoring en MotoGP : des chiffres et une efficacit\u00e9 \u00e9conomique impressionnants<\/strong><\/h2>\n

Pour conclure notre exemple, et pour montrer enfin l’ampleur impressionnante de la puissance du sponsoring<\/strong> en termes d’efficacit\u00e9 \u00e9conomique lorsqu’il s’agit de visibilit\u00e9 de marque, il faut savoir que le sponsoring en question (celui de notre marque, qui a g\u00e9n\u00e9r\u00e9 1,6 million sur un seul Grand Prix, a co\u00fbt\u00e9 \u00e0 peu pr\u00e8s la m\u00eame somme. Cela signifie qu’avec une seule course du championnat du monde MotoGP, le sponsor a d\u00e9j\u00e0 rentabilis\u00e9 son investissement, et que toutes les autres \u00e9tapes de la saison seront b\u00e9n\u00e9ficiaires).<\/span><\/p>\n

Si ce raisonnement est vrai, valable et d\u00e9j\u00e0 important en soi, il faut rappeler que ces chiffres sont g\u00e9n\u00e9r\u00e9s par une visibilit\u00e9 directe, c’est-\u00e0-dire par des t\u00e9l\u00e9spectateurs<\/strong><\/a> qui, pendant le week-end -et sur des cha\u00eenes de t\u00e9l\u00e9vision diffus\u00e9es \u00e0 l’\u00e9chelle nationale- s’informent sur les performances de leurs champions.<\/span><\/p>\n

Mais qu’en est-il de toute la visibilit\u00e9 asynchrone<\/strong>, c’est-\u00e0-dire celle g\u00e9n\u00e9r\u00e9e \u00e0 des moments, dans des lieux et sur des canaux \u00e9loign\u00e9s de la diffusion en direct ?<\/span><\/p>\n

\"\"<\/p>\n

Il est facile d’imaginer que cet aspect devient de plus en plus important, \u00e0 une \u00e9poque o\u00f9 la consommation de contenus audio\/vid\u00e9o est de plus en plus d\u00e9connect\u00e9e de la production et de la consultation en temps r\u00e9el. En somme : que devient la visibilit\u00e9 lorsqu’un adolescent de S\u00e3o Paulo, au Br\u00e9sil, regarde sur YouTube les meilleurs moments d’un \u00e9v\u00e9nement de motocross qui s’est d\u00e9roul\u00e9 \u00e0 Stockholm cinq mois plus t\u00f4t ?<\/strong> Ou lorsqu’une jeune fille de Turin partage sur Facebook les plus beaux sauts en snowboard admir\u00e9s lors des championnats du monde organis\u00e9s dans la Sierra Nevada espagnole ?<\/span><\/p>\n

Publicit\u00e9 ou sponsoring ?<\/strong><\/p>\n

Il est \u00e9vident que dans ces situations, la publicit\u00e9 traditionnelle meurt<\/strong>, tandis que le sponsoring gagne encore en valeur<\/strong> : il se trouve \u00e0 un moment et dans un lieu pertinents, au sein d’un contenu que nous avons recherch\u00e9 volontairement, associ\u00e9 \u00e0 un moment de r\u00e9ussite et de bonheur. <\/span><\/p>\n

C’est justement pour mieux guider et contr\u00f4ler avec plus de pr\u00e9cision la visibilit\u00e9 asynchrone que les plus grands sponsors et entreprises du monde deviennent de v\u00e9ritables media house, cr\u00e9ant des clips et des contenus digitaux qu’ils distribuent ensuite gratuitement sur le web pour g\u00e9n\u00e9rer de la visibilit\u00e9. C’est une strat\u00e9gie que Red Bull, Monster, Nilox, Petronas et bien d’autres utilisent avec profit depuis de nombreuses ann\u00e9es. Des ph\u00e9nom\u00e8nes viraux comme les vid\u00e9os de Ken Block et ses c\u00e9l\u00e8bres Gymkhanas ont g\u00e9n\u00e9r\u00e9 pour Monster une visibilit\u00e9 et des retomb\u00e9es d’image inimaginables avec une strat\u00e9gie publicitaire traditionnelle.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

(1) - http:\/\/www.calcioefinanza.it\/2017\/03\/30\/juventus-barcellona-pubblicita-su-mediaset\/\n(2) - https:\/\/www.wired.it\/economia\/business\/2018\/02\/08\/sanremo-2018-spot-pubblicita\/\n(3) - https:\/\/quifinanza.it\/soldi\/quanto-costano-30-secondi-pubblicita-durante-super-bowl\/169452\/\n(4) - Donn\u00e9es Clearsight, Dorna.\n(5) - <\/span>Il est en effet n\u00e9cessaire, outre le calcul exact de l'on-screen-time effectu\u00e9 via des logiciels d\u00e9di\u00e9s, de conna\u00eetre l'audience de tous les pays concern\u00e9s, la valeur de la publicit\u00e9 \u00e0 chaque moment et dans chaque pays, et de r\u00e9partir les moments de la journ\u00e9e en attribuant \u00e0 chacun une valeur diff\u00e9rente (de toute \u00e9vidence, par exemple, la publicit\u00e9 co\u00fbtera plus cher le dimanche apr\u00e8s-midi que le vendredi matin)<\/span><\/pre>\n    
\r\n\r\n                    
Questions fr\u00e9quentes<\/b><\/h2>\r\n        \r\n            
\r\n\r\n        
\r\n            Pourquoi le sponsoring sportif co\u00fbte-t-il moins cher que la publicit\u00e9 traditionnelle \u00e0 visibilit\u00e9 \u00e9gale ?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Parce que le sponsoring g\u00e9n\u00e8re une visibilit\u00e9 mesurable en termes d’\u00ab on screen time \u00bb (les secondes pendant lesquelles la marque est visible lors de la diffusion), qui, multipli\u00e9e par la valeur publicitaire du pays et du moment de la journ\u00e9e, produit une valeur publicitaire \u00e9quivalente souvent sup\u00e9rieure au co\u00fbt r\u00e9el du sponsoring.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        
\r\n\r\n        
\r\n            Qu'est-ce que la visibilit\u00e9 asynchrone dans le sponsoring sportif ?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
C’est la visibilit\u00e9 g\u00e9n\u00e9r\u00e9e en dehors de la diffusion t\u00e9l\u00e9vis\u00e9e en direct : contenus repris sur YouTube, partag\u00e9s sur les r\u00e9seaux sociaux ou revus apr\u00e8s coup. Contrairement \u00e0 la publicit\u00e9 traditionnelle, qui perd son efficacit\u00e9 dans ces contextes, le sponsoring conserve sa valeur car il est associ\u00e9 \u00e0 un moment de r\u00e9ussite recherch\u00e9 volontairement par le spectateur.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"
Pourquoi une marque devrait-elle pr\u00e9f\u00e9rer le sponsoring \u00e0 la publicit\u00e9 traditionnelle ? Chiffres \u00e0 l’appui : co\u00fbt, visibilit\u00e9 mesurable et retour sur investissement du sponsoring sportif, avec l’exemple concret d’un sponsoring MotoGP.<\/p>\n","protected":false},"author":2,"featured_media":157562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20132],"tags":[],"class_list":["post-351022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-parrainages-sportifs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nPublicit\u00e9 ou sponsoring sportif : pourquoi le choisir<\/title>\n<meta name=\"description\" content=\"Pourquoi une marque pr\u00e9f\u00e8re le sponsoring sportif \u00e0 la publicit\u00e9 traditionnelle : co\u00fbts r\u00e9els, visibilit\u00e9 mesurable et retour sur investissement, chiffres \u00e0 l'appui.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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